Do a Google search and you will find advice galore about writing online copy. Is it any different than writing for print publications? Yes. Studies show that the eye reads online screen print differently.
I recommend this online article from MarketingProfs.com:
The Stanford-Poynter study found that nearly 80% of study participants (online readers) read article summaries rather than complete articles. When viewing complete articles, readers read only 75% of the text.
How does this impact your writing when composing a post for your blog or a newsletter article for your online ezine?
Here are three things I’ve mentioned before, but merit repeating:
- Use bold subtitles, (or, as I’ve done here, bold key words)
- Keep paragraphs short.
- Ensure there’s white space.
Start off with the meat of your topic, give it to them right away. Then you can wax poetic, expand, or tell a story. You only have a short time to grab attention, so don’t waste words. Let them know right away what you can do for them.
Never forget to pull the reader in by addressing their concerns and challenges.
Then let them know what you are asking them to do. What is your call to action? Email you, subscribe to something, download a full report, sign up for a seminar? Give them clear instructions, links, (make sure the links are working properly) and thank them for their attention.